Wake County Public School System District Brand Standards & Visual Identity System RFP #251-27-161 (2026)
Wake County SchoolsSchool · Cary, NC- Due
- Sep 30, 2026
- Deadline passed
- Posted
- Sep 22, 2026
- Primary contact
- Petra Gooding
- (919) 588-3456
The 30-second brief
The Wake County Public School System (WCPSS) seeks a qualified branding, marketing, or communications agency to assess, modernize, and strengthen the district's brand system. The scope of work includes conducting a comprehensive brand audit and discovery across district communications, social media, signage, and vendor materials; recommending a clear brand architecture and visual identity system; developing digital and social media standards, video and motion identity, AI and generative design standards, promotional product standards, photography guidelines, accessibility and multilingual design guidance, a template library, and a brand governance framework. Proposals are due by September 30, 2026, at 12:00 PM ET via email to [email protected]. Respondents must demonstrate experience with large, decentralized, public-sector organizations and comply with North Carolina business authorization, E-Verify, and background check requirements.
Current-state brand audit and findings, Brand strategy and architecture recommendations, Marketing materials for the brand, Updated visual identity system, Comprehensive brand standards document, Department, Program and initiative branding standards, Digital and social media standards, Video and motion identity standards, Generative AI design and prompting standards, Photography and representation guidelines, Promotional product, Apparel and merchandise standards, Accessibility and multilingual design guidance, Template library, Brand governance framework, Training for designated WCPSS Communications leaders, Final editable source files and production-ready brand assets
Demonstrated understanding of the project, Quality and practicality of the proposed approach, Relevant brand strategy and architecture experience, Experience with large or decentralized organizations, Quality and usability of previous brand standards, Digital, social and video expertise, Understanding of accessibility, Understanding of generative AI and emerging design platforms, Strength of proposed governance approach, Qualifications of assigned personnel, References, Cost and overall value
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Summary
The Wake County Public School System (WCPSS) seeks a qualified branding, marketing, or communications agency to assess, modernize, and strengthen the district's brand system.
The scope of work includes conducting a comprehensive brand audit and discovery across district communications, social media, signage, and vendor materials; recommending a clear brand architecture and visual identity system; developing digital and social media standards, video and motion identity, AI and generative design standards, promotional product standards, photography guidelines, accessibility and multilingual design guidance, a template library, and a brand governance framework. Proposals are due by September 30, 2026, at 12:00 PM ET via email to [email protected]. Respondents must demonstrate experience with large, decentralized, public-sector organizations and comply with North Carolina business authorization, E-Verify, and background check requirements.
EVALUATION CRITERIA
13- Demonstrated understanding of the project
- Quality and practicality of the proposed approach
- Relevant brand strategy and architecture experience
- Experience with large or decentralized organizations
- Quality and usability of previous brand standards
- Digital
- Social and video expertise
- Understanding of accessibility
- Understanding of generative AI and emerging design platforms
- Strength of proposed governance approach
- Qualifications of assigned personnel
- References
- Cost and overall value
REQUIRED DELIVERABLES
18- Current-state brand audit and findings
- Brand strategy and architecture recommendations
- Marketing materials for the brand
- Updated visual identity system
- Comprehensive brand standards document
- Department
- Program and initiative branding standards
- Digital and social media standards
- Video and motion identity standards
- Generative AI design and prompting standards
- Photography and representation guidelines
- Promotional product
- Apparel and merchandise standards
- Accessibility and multilingual design guidance
- Template library
- Brand governance framework
- Training for designated WCPSS Communications leaders
- Final editable source files and production-ready brand assets
REQUIRED ATTACHMENTS
13- Signed execution page
- Agency overview
- Relevant experience
- Examples of comparable projects
- Proposed project approach
- Project team and individual roles
- Proposed timeline and major milestones
- Detailed description of proposed deliverables
- Number and type of revision cycles included
- Proposed training approach
- References
- Detailed cost proposal
- Any proposed optional services
- Submit to
- [email protected]
- Scope location
- Raleigh, NC
- Reported agency
- Wake County Public School System
Questions about this RFP
How do I respond to this RFP from Wake County Schools?
Review the full solicitation document for submission requirements, evaluation criteria, and deadlines. The submission deadline is September 30, 2026. The solicitation specifies required deliverables that must be addressed in your response. Be sure to include all required attachments as outlined in the solicitation. Submissions should be delivered to: [email protected]. For questions, contact Petra Gooding.
Can small businesses or minority-owned firms bid on this RFP?
Most government agencies, including Wake County Schools in NC, encourage participation from small businesses, minority-owned, women-owned, and disadvantaged business enterprises (MBE/WBE/DBE). Check the full solicitation for any small business participation goals.
What happens after the RFP submission deadline?
After the deadline, the issuing agency reviews all submissions against the stated evaluation criteria. This typically includes a compliance check, technical evaluation, cost analysis, and may involve oral presentations with shortlisted vendors.
Can I ask questions about this solicitation before submitting?
Yes, most solicitations allow vendors to submit questions during a designated period. The primary contact is Petra Gooding at (919) 588-3456. Questions and answers are typically shared with all prospective bidders.
What are the key deliverables?
The solicitation specifies the following deliverables: Current-state brand audit and findings, Brand strategy and architecture recommendations, Marketing materials for the brand, Updated visual identity system, Comprehensive brand standards document, Department, Program and initiative branding standards, Digital and social media standards, Video and mot. Proposals should clearly address how each deliverable will be met.
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What are the evaluation criteria for this solicitation?
This solicitation includes specific evaluation criteria that will be used to score proposals. The criteria include: "Demonstrated understanding of the project, Quality and practicality of the proposed approach, Relevant brand strategy and architecture experience, Experience with large or decentralized organizations,..." Vendors should carefully align their proposals with each criterion to maximize their score.
Where can I find more RFPs from Wake County Schools?
All active and historical solicitations from Wake County Schools are tracked and searchable. As a school agency, Wake County Schools regularly publishes solicitations. Visit the agency profile to see current open bids, past contracts, vendor relationships, and decision-maker contacts.
What documents are required to bid on this RFP?
Requirements vary by solicitation, but common documents include a technical proposal, cost/price proposal, proof of insurance, relevant certifications, past performance references, and any forms specified in the solicitation. This solicitation specifically requires the following attachments: Signed execution page, Agency overview, Relevant experience, Examples of comparable projects, Proposed project approach, Project team and individual roles, Proposed timeline and major milestones, Deta. Review the full document from Wake County Schools for the complete list.
What is the scope of this project?
This solicitation defines a specific project scope. The scope covers the following locations: Raleigh, NC. Review the full solicitation for detailed scope requirements.